Public Relations

“Public relations is about reputation - the result of what you do, what you say, and what others say about you”

A virtuous circle is created when a good reputation raises expectations about the kind of products or services a company supplies, and the quality of products or services enhances the reputation.

Public relations serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges, and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders, and other institutions, and with society at large.

The managements of institutions need to understand the attitudes and values of their publics in order to achieve institutional goals. The goals themselves are shaped by external environment. The public relations practitioner acts as a counselor to management and as a mediator, helping translate private aims into reasonable, publicly acceptable policy and action.

Public relations provides an early warning system by avoiding disruptions which may occur when a single surprise issue or unplanned-for social/political change arises.